Effect of Sales Promotion on Consumers Towards Fast-Moving Consumer Goods in Al-Dakhliyah Governorate.
DOI:
https://doi.org/10.14738/abr.91.9558Keywords:
Sales promotion, sales ,Abstract
The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, there are few studies conducted in the Middle East to find out effectiveness of promotions. This aims to investigate consumer’s perceptions regarding sales promotion. Results indicate that there is a moderate correlation between consumers’ expectations and sales promotion in Al-Dakhliyah Governorate.
References
References
Agarwal D. (1996) Effect of Brand Loyalty on Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence. Marketing Science 15: 86-108
.Ailawadi KL, Harlam BA, Cesar J, et al. (2007) Quantifying and Improving Promotion Effectiveness at CVS. Marketing Science 26: 566-575.
Alba JW, Mela CF, Shimp TA, et al. (1999) The Effect of Discount Frequency and Depth on Consumer Price Judgments. Journal of Consumer Research 26: 99-114.
Allenby GM and Rossi PE. (1999) Marketing Models of Consumer Heterogeneity. Journal of Econometrics 89: 57-78.
Aydin G and Hausman WH. (2009) The role of slotting fees in the coordination of assortment decisions. Forthcoming in Production and Operations Management 8: 635-652.
Bell DR, Chiang J and Padmanabhan V. (1999) The Decomposition of Promotional Response: An Empirical Generalization. Marketing Science 18: 504-526.
Besanko D, Dube J-P and Gupta S. (2003) Competitive Price Discrimination Strategies in a Vertical Channel Using Aggregate Retail Data. Management Science 49: 1121-1138.
Bijmolt THA, Heerde HJv and Pieters RGM. (2005) New Empirical Generalizations on the Determinants of Price Elasticity. Journal of Marketing Research 42: 141-156.
Blattberg RC and Neslin SA. (1990) Sales Promotions: Concepts, Methods and Strategies, Englewood Cliffs, N.J.: Prentice Hall.
Chandon P, Wansink B and Laurent G. (2000) A benefit congruency framework of sales promotion effectiveness. The Journal of marketing 64: 65-81.
Chandukala SR, Kim J, Otter T, et al. (2007) Choice Models in Marketing: Economic Assumptions, Challenges and Trends. Foundations and Trends® in Marketing 2: 97-184.
Chernev A. (2006) Articulation Compatability in Eliciting Price Bids. Journal of Consumer Research 33: 329-341.
Chevalier JA, Kashyap AK and Rossi PE. (2003) Why Don't Prices Rise During Periods of Peak Demand? Evidence from Scanner Data. American Economic Review 93: 15-37.
Gupta S, Lehmann DR and Stuart JA. (2004) Valuing customers. Journal of Marketing Research 41: 7-18
Niraj R, Padmanabhan V and Seetharaman PB. (2008) A Cross-Category Model of Households' Incidence and Quantity Decisions. Marketing Science 27: 225-235.
Pauwels K, Hanssens DM and Siddarth S. (2002) The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice and Purchase Quantity. Journal of Marketing Research XXXIX: 421-439.
Thomas JS. (2001) A methodology for linking customer acquisition to customer retention. Journal of Marketing Research 38: 262-268.
Winer RS. (1986) A reference price model of brand choice for frequently purchased products. Journal of Consumer Research 13: 250-256.
Agarwal D. (1996) Effect of Brand Loyalty on Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence. Marketing Science 15: 86-108
.Ailawadi KL, Harlam BA, Cesar J, et al. (2007) Quantifying and Improving Promotion Effectiveness at CVS. Marketing Science 26: 566-575.
Alba JW, Mela CF, Shimp TA, et al. (1999) The Effect of Discount Frequency and Depth on Consumer Price Judgments. Journal of Consumer Research 26: 99-114.
Allenby GM and Rossi PE. (1999) Marketing Models of Consumer Heterogeneity. Journal of Econometrics 89: 57-78.
Aydin G and Hausman WH. (2009) The role of slotting fees in the coordination of assortment decisions. Forthcoming in Production and Operations Management 8: 635-652.
Bell DR, Chiang J and Padmanabhan V. (1999) The Decomposition of Promotional Response: An Empirical Generalization. Marketing Science 18: 504-526.
Besanko D, Dube J-P and Gupta S. (2003) Competitive Price Discrimination Strategies in a Vertical Channel Using Aggregate Retail Data. Management Science 49: 1121-1138.
Bijmolt THA, Heerde HJv and Pieters RGM. (2005) New Empirical Generalizations on the Determinants of Price Elasticity. Journal of Marketing Research 42: 141-156.
Blattberg RC and Neslin SA. (1990) Sales Promotions: Concepts, Methods and Strategies, Englewood Cliffs, N.J.: Prentice Hall.
Chandon P, Wansink B and Laurent G. (2000) A benefit congruency framework of sales promotion effectiveness. The Journal of marketing 64: 65-81.
Chandukala SR, Kim J, Otter T, et al. (2007) Choice Models in Marketing: Economic Assumptions, Challenges and Trends. Foundations and Trends® in Marketing 2: 97-184.
Chernev A. (2006) Articulation Compatability in Eliciting Price Bids. Journal of Consumer Research 33: 329-341.
Chevalier JA, Kashyap AK and Rossi PE. (2003) Why Don't Prices Rise During Periods of Peak Demand? Evidence from Scanner Data. American Economic Review 93: 15-37.
Gupta S, Lehmann DR and Stuart JA. (2004) Valuing customers. Journal of Marketing Research 41: 7-18
Niraj R, Padmanabhan V and Seetharaman PB. (2008) A Cross-Category Model of Households' Incidence and Quantity Decisions. Marketing Science 27: 225-235.
Pauwels K, Hanssens DM and Siddarth S. (2002) The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice and Purchase Quantity. Journal of Marketing Research XXXIX: 421-439.
Thomas JS. (2001) A methodology for linking customer acquisition to customer retention. Journal of Marketing Research 38: 262-268.
Winer RS. (1986) A reference price model of brand choice for frequently purchased products. Journal of Consumer Research 13: 250-256.
Downloads
Published
2021-01-17
How to Cite
Al Riyami, M. (2021). Effect of Sales Promotion on Consumers Towards Fast-Moving Consumer Goods in Al-Dakhliyah Governorate. Archives of Business Research, 9(1), 24–35. https://doi.org/10.14738/abr.91.9558
Issue
Section
Articles
